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Inside Her Pretty Little Head by Philippa Roberts, Jane Cunningham

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Investment in CSR strategy

An altruistic act is one that is of greater benefit to another than it is to you. Getting the balance right in CSR is crucial.

Women take more interest than men in corporate practices when choosing products. A woman is much more inclined to respond negatively to stories about big brands that behave unethically:

Everything matters – you can’t hide behind your logo: a fifth ‘P’ should be added to the traditional ‘4 Ps’ of marketing (product, price, promotion and place). This fifth ‘P’ is Policy, which governs all aspects of a company’s operation from hiring practices to charitable activities to its position on child labor and the ethical treatment of animals.7

There has been a huge growth in the investment corporations ...

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